In the beginning, the internet created the possibility for immediate and international conversation.
Now the interwebs were formless and empty, darkness was over the surface of the deep, and the Spirit of Google was hovering over the digital waters.
And the marketplace said, “Let the social platforms be fruitful and increase in number; multiply on the earth and increase upon it.”
The people saw that the platforms were good, and so businesses set out to create a presence upon them ALL. And declared their worth by the number of measurable disciples.
Also Read: When Losing 30K Fans Could be a Good Strategy
And I’m only being a teeny tiny bit sarcastic here with this irreverent Social-Genesis mashup. Because when the early ordained social media “experts” directed small business to leave no social media stone unturned … well, they did small business an unfortunate disservice.
The era of accumulating “likes” and “followers” as a measure of numerical pride on social media has LONG been gone.
Hear me out … I’m not hating on the advice from back-in-the-day. I’m just a bit annoyed at its inexplicable grip on the business psyche. In fact, I’d wager that I spend half my time divorcing social media clients from these dinosaur ideas.
And it’s not just me. Companies everywhere are tying the hands of their social media people by demanding hollow numbers. Sheer quantity with no regard to quality. Straight up bulk, Costco-level nonsense.
These idées reçues are holding your social media efforts hostage. Diluting your time & investments and boring the crap out of your audience.
Let me break this down for everybody that’s confused about it. If your page has 10,000 Facebook Likes and a 1% engagement rate, it’s not helping your business. The pictures you post of you and your cat to 8,000 Instagram followers aren’t increasing your base. And your 20,000 Twitter followers that haven’t put you in a list they actually read cannot hear you.
If you like our stories, there is an easy way to stay updated:
Follow @wersm
So everybody just take a breath, okay? It’s better to do one thing well than do 10 things half-a$$ed. Yeah, that’s old school marketing. Just like your grandma taught ya’. And it’s still right.
Here’s your Permission Slip! You really do not have to be on more than a couple social media platforms. Quit one if you want. Add one only when ready. But wherever your business spends its social time, take care to spend it well, honestly, and with integrity.
Both you and your audience will be grateful if you manage to have a bit of fun with it while you’re at it.
Just please stop counting your followers and fans. And start serving, entertaining, and surprising them! Because one fan’s good experience and word-of-mouth recommendation is worth 50 clever taglines and ad campaigns.
Your well-earned growth may be slow-and-steady. But at least it will count. For the numbers that DO matter.
You might also like
More from Experts Talk
Does Custom Alt Text Improve Reach On Instagram?
In this month's experiment, we set out to find out whether adding custom alt text on Instagram posts improves reach.
Does Cross-Posting YouTube Links On Other Platforms Result In Lower Reach?
In this month’s social media experiment, we set out to find out whether posting YouTube links on other platforms results …
Do LinkedIn Pods Work? Performance Insights And Key Learnings
In this month’s social media experiment, we set out to find out what LinkedIn pods are and whether they actually …
Instagram Reels: Do Longer Captions Lead To More Engagement?
Do longer Instagram Reels captions generate more engagement? Amanda Wood, Senior Social Marketing Manager at Hootsuite, and her team find …
Does Boosting Instagram Posts Increase Profile Reach And Engagement?
Does boosting your Instagram posts lead to increased profile reach and engagement? This month, Amanda Wood, Senior Social Marketing Manager …
TikTok’s 7-Second Challenge: Performance Insights And Key Learnings
Does TikTok’s 7-second challenge generate more engagement? Hootsuite's Senior Social Marketing Manager and her team seek the answer.
How Do Link Stickers In Instagram Stories Affect Engagement?
How Do Link Stickers In Instagram Stories Affect Engagement? Hootsuite's Senior Social Marketing Manager, Amanda Wood, and her team seek …
What Is The Best Time To Post On Instagram?
What's the best time to post on Instagram? Hootsuite's Senior Social Marketing Manager, Amanda Wood, and her team seek the …
Shutterstock Reveals Key Color Trends 2022
Shutterstock's Color Trends for 2022 sheds light on global preferences to help marketers catch viewers' attention and align brand messages …
